Situation: People 18-30 associate donating clothes in Fretex collection boxes all over the country with "throwing clothes in the right bin". Hence they believe the Fretex clothing stores are filled with other peoples throwaways.

Brief:

Make people give more high quality clothes, and show that our stores are filled with high quality clothes.

Objectives:

Change the perception of donating to Fretex as throwing away clothes, and make the Fretex stores relevant to people interested in fashion and quality clothes.

Donating clothes in a Fretex collection box is not the same as throwing them away. It is basically the same as launching a fashion co-lab.

You make a curated selection of clothes, and they are then sold in our fashion brands store. But until now, people that donate clothes to the Salvation Army has remained nameless. We wanted to honour those people, and let their donations shine, as fashion colabs with Fretex.

Thats how the "You X Fretex"-collections was born. When you donate clothes, a new brand is born: x Fretex. We let people create their own colab brands and launch videos. Then we put their new brand collections on display on premium location racks in our stores.

In short:

The idea is to change the act of donating clothes from that your throwing them away, to that you're launching your own fashion collaboration.

Target audience: 18-30 interested in fashion, wants a circular and environmentally sustainable world...but loves fashion.

Approach: We used social media and specifically Instagram as they match our audience best, and through ads and pr led them to a mobile optimized website they could make their own and unique launch video with our campaign look paired with their own photos and custom content and an integrated X Fretex logo.

By helping make these fashion colabs, and launching them with videos on our brands main account, we instantly made all these new colabs visible and sharable to our audience, the users and their followers.

The campaign ran mostly on Instagram and facebook.

It was live for 7 weeks.

The quality in donations immediately rose as the campaign went live.

The target audience started making their own launch videos and they spread. The X Fretex collections in store sold out much faster, even though these colabs by donation is what Fretex is founded on from the start.

Norways main broadcaster NRK and several other media outlets talked about the campaign.